Research Topics:

Advertising Research | Data Quality | Quantitative Research

Content Type:

Glossary

Coverage Definition

The proportion of a population exposed to a research study or marketing campaign.

Coverage refers to the extent to which a study captures and represents a target population or the specific elements being studied. It’s the proportion of the population exposed to a research study or marketing campaign. Proper coverage ensures that research results generalize well to the larger population, making insights more reliable. It also minimizes biases, reduces the risk of overlooking critical factors and supports the development of effective marketing strategies.

Who relies on coverage?

Researchers, marketing professionals and decision makers see coverage as crucial to studies. That’s  because proper coverage ensures that research findings are applicable and representative of the larger group they aim to understand or target. Researchers seek accurate insights from coverage to make informed choices. 

Why should I care about coverage?

Proper coverage is essential for marketing research. Inadequate coverage could lead to skewed or incomplete insights, which could potentially result in misguided strategies. Conversely, proper coverage enhances the credibility and reliability of research outcomes.